MARKETING STRATEGY RESEARCH TREND ON CONSUMER BEHAVIOR USING BIBLIOMETRIC ANALYSIS

Abstract

Strategy is a long identification process of marketers through indicators and models that can later help organizations / businesses in aligning the wants, demands, and needs required by consumers. In contrast to general business strategies, marketing strategies certainly focus on marketing programs that have the ultimate goal of achieving marketing plans. Marketing strategy is empirically influenced by consumer behavior. For this reason, when companies want to create an appropriate marketing strategy, it is necessary to understand consumer behavior. In this regard, an appropriate study is needed regarding the relationship between marketing strategies and consumer behavior. So as to make business people understand what is the trend in making a marketing strategy. In this regard, this research was made by looking for these research trends using bibliometric analysis. This research uses bibliometric analysis by retrieving data through PoP and processing it using the VOS Viewer application. The results show that recent trends in Consumer Behavior Research and Marketing Strategy from the last 10 years. It was found that the latest trend is related to the Covid issue while the most recent research is about service quality. The limitation in this study is that the database used has not yet reached global, even from the highest citation still in one country Then for the topic, it is hoped that the next research can be more specific to the research study, such as marketing strategies for online consumers.